GDPR/CCPA: The effect of data privacy on digital marketing

The effect of GDPR and CCPA on how digital marketing is used

Having to deal with General Data Protection Regulation (or GDPR for short) for close to 2 years now, businesses operating within the bounds of the EU or those that offer services/goods to residents of the EU are well seasoned in the field of data privacy. Now another law has come in effect on the other side of the globe.

The California Consumer Privacy Act, called “GDPR light” by its author, went into effect on January 1st 2020.

How does GDPR compare to CCPA?

When comparing GDPR vs CCPA compliance, there is one big difference. The GDPR is all about the user giving consent before their data is gathered (opt-in) and the CCPA is about giving the user the option to take that consent back (opt-out). In essence, they are both about transparency and the user’s right to know what personal information is being collected and what it is being used for.

The CCPA could be just a testing ground for the US market. Soon we might be seeing many other US states joining in with regulations or laws of their own. And then it’s just a matter of time before more countries around the world join in.

Marketing is anything but static

The digital era has completely changed the face of marketing. Both the number of businesses and the number of users present online are growing. Big companies have been tracking user behavior and using these insights in their marketing efforts for years and the small “fish” are beginning to catch on.

Tracking the online behavior of their consumers, a company can consistently work on optimizing the content and serve it to the right person at the right time. Buyers’ intent can be determined and used to deliver personalized ads and create a personal shopping experience. This is what gives smaller businesses the competitive edge on big companies, that would otherwise beat them senseless in the mass media marketing game.

But with GDPR and CCPA coming into the picture digital marketers are handicapped, right? Surely, it is much more difficult to gather data now?

In terms of user behavior data, the answer is “No, not really”.

How many times have you come to a website, seen a cookie consent pop up, and just turned around and clicked close? After the initial annoyment with all the pop-ups and opt-ins, the users have got into the rut of “Yeah, yeah, just take my data and give me my content”.

Email marketing is a different case though. Gone are the days of sending cold emails en masse. Do we really miss them, though? Compared to lead generation campaigns, where we use personalized messages aimed at users that are actually interested in what you have to say, it seems like such a waste of time and energy.

What about SEO?

Another field GDPR had a positive influence on is SEO. The initial panic about the limitations of GDPR made marketers and business owners turn to alternative inbound channels, including SEO. This spiked interest means an increase of business for SEO experts, better content and improved website quality for the users, and more content creators joining in to share their experiences and view on SEO with business owners and marketers.

Let’s be honest. Panic and doom-saying sells better and attracts more clicks, which certainly explains all the negativity surrounding GDPR and now also the CCPA. But in retrospect, GDPR has and still is changing digital marketing for the better.

Let's hear it from the customers

What the users say about us

We like to keep things simple, and so do our customers. Here's what the users have to say about Morningscore.

5 out of 5 stars

“Morningscore gives me that vital view of our rankings on search engines, and I can see up-to-date information on how we're performing against our competitors and whether we're gaining or losing traction. I also find the tool very easy to use. It just works.”

patrick qureshi
Patrick Qureshi
5 out of 5 stars

“The tool is very affordable, but at the same time it's both complete and easy to use. My favorite part is that it's actually more than just a tool - it's rather a comprehensive, complete suite.”

carlos tiscar
Carlos Tiscar
Co-founder, EC Shops
5 out of 5 stars

“A truly usable and effective SEO tool without many disruptive elements. This means that I can actually use the tool for something specific that gives our business value.”

heidi kirstein seo tool review
Heidi Kerstein
Marketing coordinator, Fitness Engros A/S
5 out of 5 stars

“I’ve used Morningscore since the beginning of my company. I tried many tools, but my heart fell for Morningscore because it’s so easy to use - and because I work with many small businesses who MUST have the tool for me to help them.”

christina lund schmeltz
Christina Schmeltz
Owner, LS Marketing
5 out of 5 stars

“I use Morningscore because SEO is not my specialty, and I don’t want to spend time on it. I have an internal team who takes care of SEO, but I need to know the outcome of their work. With this tool, I can log in and see our performance from day to day.”

esben oesterby
Esben Østerby
Founder, Iværksætterhistorier
5 out of 5 stars

“I was looking for a tool to help my customers see exactly what we’re working on and what value it gives them. I’ve found that with Morningscore. I recommend the platform to anyone who needs to manage and improve their SEO.”

Trolle Hansen trolle reklame
Trolle Hansen
Owner, Trolle Reklame
5 out of 5 stars

“Three years ago I chose Morningscore because I was new to SEO and it was the easiest SEO tool to use. I'm still using Morningscore because it is regularly updated and becomes more powerful with every release. It's fun to use. Morningscore is such an integral part of my day. I check it before I check my email.”

sven recommends Morningscore's SEO tool
Sven Radavics
5 out of 5 stars

“If you are looking for a solid SEO tool with an awesome founder and an amazing support team, then look no further. Morningscore is definitely one of the best tools that I have on my arsenal.”

vinson lozano
Vinson Lozano
Agency owner, Konker Digital
5 out of 5 stars

“Morningscore is the easiest SEO tool I've ever seen and used – and I've tested so many of them. The charts and data may be comparable to those of competitors, but the fun part comes in when you make use of the many ways to play 'catch me if you can' with a competitor.”

rasmus schuebel kreativling morningscore review
Rasmus Schübel
Owner & Founder, kreativling